THE CAUSAL RELATIONSHIP MODEL OF PURCHASE INTENTION OF FASHION PRODUCTS ON INSTAGRAM OF POPULATION IN BANGKOK METROPOLITAN REGION

Abstract

The objectives of this study were to develop the causal relationship model of purchase intention of fashion products on Instagram of the population in Bangkok Metropolitan Region; and to validate the concordance of the causal model with the empirical data. The sample consisted of 400 peoples who were selected by the convenience sampling of people who have purchase the fashion products on Instagram. The questionnaires composed of the 7 rating scales. The questionnaires contain the query measure gauges for measuring variables included five variables: 1. Perceived Expertise, 2. Perceived Similarity, 3. Perceived Familiarity, 4. Flow Experience, and 5. Purchase Intention of fashion products. The findings were as follows: the model is consistent with the empirical data to a great extent. The results indicate the Chi-square statistics goodness of fit test at (χ²) 261.853, degrees of freedom (df) = 208, CMIN / DF = 1.259, GFI = 0.949, AGFI = 0.920, SRMR = 0.0403 and RMSEA = 0.025; and the final is the predictive coefficient of 0.97. We could explain the Purchase Intention of consumer response for 97 percent with the flow experience with the purchase intention of fashion products on Instagram. The result are beneficial to the vendors who sell fashion products on Instagram. The focus should be on the perceived expertise and the perceived familiarity.